Content audits help you understand how each piece of content on your website fits into the marketing funnel. You can also gauge the effectiveness of your content as part of your marketing strategy when you conduct a thorough, site-wide content audit, but doing so can be an intimidating, complex undertaking. Here’s what you need to know.Read More
The concept of inbound marketing revolves around the exchange of information – businesses provide helpful content that website visitors are searching for in exchange for personal information that converts them into leads and ultimately into customers. When putting the approach into practice, “producing good content” is a great place to start, but it doesn’t quite encapsulate the nuances of a well-crafted, targeted content marketing strategy.
A solid inbound marketing strategy begins with target market (or buyer persona) data and a plan to produce and distribute the content that each buyer needs at just the right time. Critical to developing that plan is the concept of the buying cycle i.e. the buyer’s journey.Read More
Realistically, calls-to-action are a large component of your content strategy. It's more than just throwing out a catchy one-liner. A solid CTAs fits seamlessly into the broader messaging of a campaign narrative. Before you get to work developing your Pulitzer Prize-winning ad copy, it’s worth reviewing the basics of what makes a good CTA.Read More
Content creation is one of the most time-consuming pieces of an inbound marketing campaign. Even before the content begins to take shape, topics are generated and floated for approvals. Research must be done. And, in the case of whitepapers, eBooks and infographics, a design team is involved.
So, if all of this time goes into creating just one piece of content, why do so many marketers use that content only once? Fear of redundancy. We worry our content will come off as stale, or someone will think, “Don’t they have anything else to post?”
But there are strategies to make your content grow roots and to repurpose it successfully.Read More
Travel bloggers, journalists, and hobbyists have it easy. How hard is it to keep your audience engaged when your content is rock climbing photos from the Eastern Himalayas during Nepalese election season?
The rest of us are stuck down here with the common folk, trying to capture people’s attention with the benefits of outsourced paint drying observation for your small business needs—and just wait till you hear this one weird trick!
Writing engaging B2B content isn’t always easy. We feel your pain. That’s why we’re sharing some of the secret ingredients to our winning B2B content recipe.Read More
Back in 2013, marketing guru Neil Patel claimed a linear relationship between post quantity and traffic. It’s no secret that publishing often and on time is huge in content marketing, but what about quality? Moreover, how do you break it down to a system in order to put out reliable content calendars?Read More
A key component of successful inbound marketing campaigns is a rock-solid landing page, designed to convert the anonymous onlooker into a qualified sales prospect. How well you design and incorporate landing pages into your campaigns plays a large impact on your campaign success.Read More
There’s a long history to the changes Google has made to its algorithm over the years, but in 2018, SEO best practices suggest that ranking high on search engine results pages (SERPs) boils down to relevancy and user intent. In other words, Google’s aim is to deliver high-quality pages that best match the user’s search.Read More
Bottom-of-the-funnel or decision-stage content is the content that brands can use to finally talk about themselves and how they are best positioned to solve the challenges of their buyer. During the decision stage, potential buyers are looking to evaluate and compare specific products or solutions and the companies who provide them. Up until this point in their buyers journey, the prospect wasn’t ready to review this kind of information. And sending decision-stage to prospects before they’re interested will likely get you ignored, or even worse, annoy them!Read More
Not all leads are sales-ready after the first conversion. According to Marketo, approximately 96% of visitors that come to your website are not ready to buy. Instead, they’re more likely to be in the early stages of their buying journey - simply gathering information to define their problem and identifying possible solutions. You don’t want to lose a valuable lead simply because they’re not ready to buy, so what can you do? Using effective lead nurturing techniques, you can build a relationship with your prospects, positioning your brand as their trusted adviser. When they’re finally ready to make a purchase, you’ll be top of mind.Read More